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METROS AND BEYOND-------------
REGIONAL MAGAZINES
PARESH NATH : DELHI PRESS
Metro & Beyond
REGIONALOR MORE APPROPRIATELY NON-ENGLISH MAGAZINES
ARE HEREBY WAY OF RIGHT AND NOT
CONCESSION
Metro & Beyond
NON-ENGLISH INDIAN LANGUAGE
MAGAZINES ARE MORE IMPORTANT AND
EFFECTIVE
Metro & Beyond
WHETHER FOR READERS
OR ADVERTISERS
THESE ARE HERE TO GROW AND BLOOM
Metro & Beyond
ENGLISH MAGAZINES MAY SEE PROBLEMS
•ILLUSTRATED WEEKLY•EVE’S WEEKLY•BLITZ•CURRENT•SUNDAY•STAR & STYLE
ONCE KNOWN AND POPULAR HAVE ALREADY DIED AND HAVE BEEN FORGOTTEN
Metro & Beyond
THESE WERE POPULAR WHENENGLISH MEDIUM EDUCATION WAS
STILL IN ITS INFANCY
BUT SURPRISINGLY WITH MORE KIDS GOING FOR ENGLISH MEDIUM EDUCATION
ENGLISH HAS SOMEHOW LOST ITS PREMINENCE AS A
LANGUAGE OF SERIOUS COMMUNICATION
NOW IT IS ONLY A LANGUAGE OF BUSSINESS COMMUNICATION OR
CASUAL CONVERSATION
Metro & Beyond
AS PER IRS-2013IN THE TOP 10 NEWSPAPERS LIST
ONLY ONE ENGLISH NEWSPAPER FIGURES AND THAT TOO
ON THE 7TH
PLACE
EVEN THEN THE GOVERNMENT DOLES HUGE AD SUPPORT TO ENGLISH NEWSPAPERS.
THESE ENGLISH NEWSPAPERS CARRY 8 TO 10 PAGES OF GOVERNMENT ADS EVERYDAY-- ENOUGH TO MEET NEWSPRINT COST OF 40 PAGES AT DAVP RATES!
Metro & Beyond
ENGLISH NEWSPAPERS HAVE READERSHIP--MORE BECAUSE THESE ARE CHEAPER--MORE
PAGES AND LESS COVER PRICE
THAT MEANS MORE RADDI ALLUREMENT
NO ENGLISH NEWSPAPER WILL BE WILLING TO PUT ITS COVER PRICE AT INTERNATIONAL LEVELS—THEY WILL LOSE MOST OF THEIR
CUSTOMERS
Metro & Beyond
INDIAN LANGUAGESMAGAZINES
OCCUPY 9 PLACES OUT OF 10 AS PER IRS-2013
INDIAN LANGUAGES ARE THEMEDIUM OF COMMUNICATION
Metro & Beyond
TELEVISIONTOO IS
PRE-DOMINANTLY IN INDIAN LANGUAGES
Metro & Beyond
COMMERCIAL CINEMA IS EXCLUSIVELY
IN INDIAN LANGUAGES
AND POPULAR MUSIC AND RADIO ARE ALSO PREDOMINANTLY
IN INDIAN LANGUAGES
Metro & Beyond
PLEASE NOTE THE POWER OF INDIAN LANGUAGES
TELEVISION
HINDI : 43% (GEC+NEWS+MOVIES)OTHER INDIAN : 26%
(GEC+NEWS+MOVIES)ENGLISH : 1.25% (NEWS+MOVIES)
Metro & Beyond
INDIAN LANGUAGE MAGAZINES ARE NOT REGIONAL
-THESE ARE THETRUE NATIONAL
MAGAZINES IN INDIAN LANGUAGES
EACH ONE COVERS SPEAKERS OF THAT LANGUAGE ALL OVER THE COUNTRY
Metro & Beyond
INDIAN LANGUAGE MAGAZINES KNOW
THEIR READERS THEY HAVE COMMITMENTMOST ARE RUN BY OWNER/EDITORSTHEY TAKE UP CONTENTIOUS ISSUES-
AND DO NOT RUN AWAY LIKE PENGUINSWHEN THE HEAT IS ON…..
Metro & Beyond
INDIAN LANGUAGE MAGAZINES SUFFERIF AT ALL
FROM THE PREJUDICES OF ENGLISH MEDIUM EDUCATED BOYS AND GIRLS IN PUBLICITY OFFICES
OF CLIENTS AND ADVERTISING AGENCY OFFICES
– THOSE WHO COME HOME AND ENJOY A HINDI OR REGIONAL FILM
OR LISTEN TO HINDI OR REGIONAL MUSIC
Metro & Beyond
INDIAN LANGUAGE MAGAZINES COVER LARGER AREAS
THAN NEWSPAPERS
THESE ARE MORE CONVINCING THAN TELEVISION
Metro & Beyond
PLEASE NOTE THAT MILLIONS WHO ARE GETTING EDUCATED EVERY YEAR
MAY KNOW ENGLISH BUT THEY ENJOY THEIR MOTHER TONGUE
they converse and listen in mother tongue more than in English
Metro & Beyond
HERE ARE SOME EXAMPLES OF NUMBERS IN UNDER GRADUATE AND PG DIPLOMAS STUDENTS ENROLLED
CURRENTLYState UG PG
Andhra Pradesh 2157338 4538
Chhattisgarh 257865 6194
Madhya Pradesh 1131787 70950
Punjab 491109 6216
Tamil Nadu 2011407 12540
Total 22554842 174445
Metro & Beyond
FOOD FOR THOUGHTTHE LITERACY RATE IS GOING UP AND
MILLIONS ARE BEING ADDED TO THE NUMBER OF LITERATES EVERY YEAR.
AFTER SCHOOLING AND HIGHER EDUCATION THEY NEED GOOD STIMULATING MATERIAL TO READ AND
DEVELOP THEIR KNOWLEDGE.
MAGAZINES OF ALL KINDS AND ALL TYPES ARE NEEDED AND THERE IS NO DEARTH OF READERS
Metro & Beyond
THESE YOUNG BOYS AND GIRLS FROM METROS AS WELL AS
NON METROS WILL READ
NOT ENGLISH MAGAZINES
BUT REGIONAL LANGUAGE MAGAZINES
Metro & Beyond
THE VERDICT IS CLEAR INDIAN LANGUAGES
ARE MORE IMPORTANT
Metro & Beyond
IN AMERICA-NATION OF ONE LANGUAGE
AD SPEND IS DOMINATED BY MAGAZINES
– I WILL CALL THEM“AMERICAN” LANGUAGE MAGAZINES
Metro & Beyond
THE SHARE OF ADVERTISING OF“AMERICAN” LANGUAGE MAGAZINES IN U.S.A. IS AS
HIGH AS
20%NEWSPAPERSGET: 17%
TV NETWORK GET : 17%INTERNET IS STILL AT : 9%
FIGURES : 2007: SOURCE:MPA
Metro & Beyond
WHAT DO TOP 50 MAGZINES IN“AMERICAN” LANGUAGE GET
FROM 50 TOP ADVERTISERS IN U.S.A.
$ 8,626,822,271ON TOP IS PROCTER & GAMBLES :
$ 989,769,004SECOND IS KRAFT FOOD :
$ 499,860,725
IN CONTRASTTHE SHARE OF ADVERTISING OF
ALL MAGAZINES IN INDIA IS AS LOW AS
4%
Source : Pitch Madison Survey-- 2014
Metro & Beyond
INDIAN LANGUAGE MAGAZINES OFFER
SIMILAR REACH
IF INDIAN LANGUAGE MAGAZINES GET THE SAME KIND
OF CONSUMER ADVERTISING,THESE WILL DELIVER AND MAKE
ADVERTISERS ACHIEVE TARGETS
Metro & Beyond
INDIAN LANGUAGE MAGAZINES ARE NOW
MORE GLOSSY MORE RELEVANT
MORE READER FRIENDLY AND
MORE ADVERTISER FRIENDLY
Metro & Beyond
INDIAN LANGUAGE MAGAZINES HAVEONLY ONE MAJOR
ISSUE
LOGISTICS OF DELIVERY:
OUR DISTRIBUTION SYSTEM HAS BECOME OUTMODED
AND BECOMINGCOSTLIER DAY BY DAY
Metro & Beyond
WITH 14 MAJOR LANGUAGES
AND OVER MAJOR 100 TITLES
INDIAN LANGUAGEMAGAZINES HAVE APOWERFUL REACH
Metro & Beyond
DELHI PRESS MAGAZINES 36 TITLES
IN 10 LANGUAGES
Metro & Beyond
THANK YOU